1 / 21

Internet Fundraising and Member Services for Public Television

Internet Fundraising and Member Services for Public Television. Agenda. AppNet: background, overview, clients Trends and Principles Strategic Audit Approach Results -- The Good News The Opportunities and Recommendations Navigation and Design Engagement Fundraising Members-only Area.

ivy
Download Presentation

Internet Fundraising and Member Services for Public Television

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Internet Fundraising and Member Services for Public Television

  2. Agenda • AppNet: background, overview, clients • Trends and Principles • Strategic Audit Approach • Results -- The Good News • The Opportunities and Recommendations • Navigation and Design • Engagement • Fundraising • Members-only Area

  3. AppNet Overview We are the first true single-source e-business solutions firm, designed that way from the ground up

  4. AppNet Overview • Public Company (NASDAQ: APNT) • 1999 Revenue: ~$100 Million • More than 850 professionals • 14 US offices; 2 international offices • Two e-commerce outsourcing centers • Customer base: • Industry leader in non-profit internet solutions development • 4 years experience in developing innovative approaches to online education, advocacy, and fundraising • 47 Fortune 500 customers, more than 250 total customers

  5. A Few Clients...

  6. The Principles • Capture Attention • ease of use and navigation • dynamic content • interactive functionality • Drive to Action • strong messages • push content and actions to user • clear paths to action • build email subscriber lists • Nurture Interest • e-Communications and online offerings • close the loop on actions • tease to next action

  7. The Approach • Audited 4 sites: WGBH, WHYY, WNET, WSPX • Evaluated key ingredients • design • navigation • content • member services • community building • fundraising • transactions • performance • Identified trends • Made recommendations

  8. Overall Results: The Good News Some sites had: • Well branded designs (WNET) • Clear and consistent navigation paths (WHYY) • Rich content • on site (WGBH) • through links (WSPX) • Solid efforts on member education • information about benefits (WNET) • information about services (WSPX) • case for financial need (WHYY) • Good site speed and performance • Limited Web-enabled fundraising

  9. Opportunities: Design and Navigation • Clean, high visual impact designs • Consistency in navigation bars • homepage and sub-page navigation • User centric naming for site areas • Focus navigation toward high interest areas • Strategic positioning of desired action paths • Links should open new browsers • Well positioned call-out areas • on home and sub-pages

  10. Opportunities: Engagement • Richer, more well organized content • Surround user with involvement devices • e-mail subscription • feedback opportunities • donation options • survey engagement • “tell a friend” • downloadable program “freebies” • Fundraising enhancements • Members-only area enhancements

  11. Opportunities: Fundraising • Integrate join options -- make giving easy • at end of actions • throughout site • Use endorsements • Strong fundraising presentation of need case • Deliver content-driven offers right online • custom pledge offers to local content • premium pledge offers • ties to member services • ties to products

  12. Opportunities: Fundraising • Ease of giving -- no barriers to response • close online with secure form • Web enabled mail -- “bill me” option • print form • “click-to-call” option • Close the loop online • e-mail “thank you” • e-mail “welcome” • Follow-up “bill me” with direct mail series • Integrate e-Communications • Use direct mail, if necessary

  13. Opportunities: e-Communications • Build e-mail subscriber base • Simple newsletters to start • Expand to customized communications in time • profile preferences for programs and events • special “insider” customized content • drawback to site for more depth • call to action through e-mail • Push local events as value-added service • Promote use of member benefits • Sell the subscriber service on- and offline

  14. Opportunities: e-Communications e-Renewals • Online renewal option • Web enable member data for online renewal • 2-4 notice e-mail series • brief copy • customized (if possible) • Call back to site • make strong case online • offer full suite of response options • cookie and code • Test offers, timing, and messages

  15. Opportunities: e-Communications e-Appeals • Test e-mail appeals to subscribers and members • brief copy • customized (if possible) • Feature appeal on homepage • Special site content for interaction and close • 5-10 pages of sell • 1-3 interactive features • premium push and fundraising focused • Code pledge forms to track results

  16. Opportunities: Members-only Area • Provide relevant, valuable and actionable services • Create special online offerings • Require online registration and build profile • Customize content and services using profile • Integrate online renewals and address updates • Bond, bond, bond, ask, bond

  17. Opportunities: Members-only Area Push information to member: • Insider content on favorite programs • Reminders for favorite programs • Reminders for local and station events • Program feedback and commentary

  18. Opportunities: Members-only Area Expanded services for members: • Celebrity interviews/perspectives • Web based presentations • show previews • online lessons (cooking, science, woodworking) • Show synopses Web casts • Downloads of program reinforcements • recipes • blueprints • coloring pages

  19. Opportunities: Members-only Area • Push member benefits out • e-mail gift certificates • download limited time offers • reminders of special benefits • Web-enable the Lending Library • Offer online members only Pledge Catalog • choice of benefits • limited edition online benefits • Create Members-only Mall • special PBS merchandise • Discounts with online partners Make it possible for members to use benefits online.

  20. Next Steps • Review navigation, design and offerings • Inventory assets • content, products, member benefits • Define model program • Identify new assets required • Address infrastructure and partner needs • Pilot ... Learn … Expand ...

  21. Thank you for your time and … Carpe Diem!

More Related